Chobani, the company that helped kick-start the Greek yogurt craze, is shrinking those words on its label as it may expand beyond that food in an increasingly crowded yogurt market. The new look, which will show up in supermarkets this week, removes "Greek Yogurt" from underneath the Chobani name. The yogurt inside will stay the same. Its packaging will be more muted than the current bright white, use a new font and style, and feature watercolor paintings of fruits rather than photographs of strawberries and peaches.
"What this new identity enables us to do is start to seed, if you will, us going into other areas beyond yogurt," says Peter McGuinness, Chobani's chief marketing officer. But he wouldn't say what new foods or products it might make, or when it would happen.
Chobani has grown quickly since its yogurt was first sold at supermarkets 10 years ago. Older food companies scrambled to catch up and offer their own versions of Greek yogurt, but last year Chobani overtook General Mills Inc.'s Yoplait as the best-selling yogurt brand in the U.S., according to market research firm Euromonitor. Joseph Pisani / AP